Avoid the Punchline Pitfall: How Self-Deprecation Can Hurt Your Brand

Ever catch yourself cracking a joke at your own expense just to break the ice? It’s easy, right? But in branding, that icebreaker might be sinking your ship.

Look, I get it. You’re new to this whole “infusing humor into your brand” thing, and self-deprecation seems like a no-brainer.

It’s relatable, it’s disarming, and hey – you’re just being honest about how uncomfortable and new you are to this, right?

WRONG.

Self-deprecation comes so easily because TRUTH is the first principle of humor.

The TRUTH is that you’re uncomfortable and new at using humor, so you beating yourself up.

Unless you’ve already got a solid reputation, self-deprecation can undermine your authority.

Self-deprecating humor might seem like the way to relatability, but it’s more likely to plant seeds of doubt in your audience’s mind.

In this post, we’re gonna dive into:

• Why self-deprecation is so damn tempting (especially if you’re new to this)
• The risks of making yourself the punchline (spoiler: it ain’t pretty)
• How to be funny without throwing yourself under the bus
• And some solid alternatives that’ll keep your brand both relatable AND respected

Self-deprecation is the comfort food of humor.

It’s easy… it’s familiar… it’s Chickfila after sitting in Houston traffic for an hour with 4 kids in a super small RAV4.

Or so I’d imagine.

Here’s why it’s so damn tempting:

1. It’s low-hanging fruit chicken! You know yourself better than anyone else, so cracking jokes at your own expense is a no-brainer.
2. It seems relatable. We all have flaws, and pointing out your own makes you seem more human, riiiiight? (no)
3. It’s a defense mechanism. If you make fun of yourself first, no one else can, right?
4. It seems humble. In a world of humble-braggers, self-deprecation can feel like a breath of fresh air.

Self-roasting backfires 97.827% of the time.

(Yes, I just made that up.)

You’re supposed to be the expert here.

Every time you crack a joke about how clueless you are, you’re chipping away at that expertise.

Your audience came to you for solutions, not to watch you fumble through your own problems!

And if you’re constantly putting yourself down, you’re sending the message that maaaaaybe you’re not cut out for the job.

You’re relatable, not a doormat.

(Add this to your 5 am affirmation routine.)

Listen… I LOVE a personal story. And oversharing. And some TMIs!

But if the content is irrelevant flaws and failures, check yourself. You have to consider brand alignment. If you’re selling luxury, for example, but joking how you’re broke AF – you’re creating a disconnect.

Your humor should support your brand message, not contradict it.

So let’s switch up who you’re punching.

Punch UP, not down.

Take a swing at industry norms or common challenges your audience faces.

It shows you’re in on the joke, part of the crew, but YOU’RE not the joke. (Picking up the pattern yet?)

Share stories about your journey, INCLUDING the boo boos, but focus on what you learned. It’s how you’re relatable without seeming incompetent.

Your audience faces the same daily grind you do, so pointing out shared experiences builds connection without sacrificing your position.

Remember that humor doesn’t always mean literally LOL.

This brings us back to levity, which is really just a light-hearted environment. A well-placed gif, a clever wordplay, or even just a casual “yep, that happened” can add humor without going full out.

If you want to crack jokes and close deals, focus on making your audience think, “They get it” instead of “They’re a hot mess.”

You’ve got humor. It’s there, lurking in your DMs.

You just gotta “tap in,” as they say. Get to know your humor.

What makes YOU chuckle? Puns? Dry wit? Dad jokes?

…poop jokes? (SAME)

That’s your starting point.

Lean into what comes naturally, and try it out in low-stakes situations – a casual email, social post, etc.

Pay attention to the response. Did your audience laugh? Crickets? Valuable intel, folks. When people are laughing, they’re paying attention.

If you don’t know your brand’s humor type, take my Find Your Funny Quiz and get some practical ways to start using yours.

Remember that humor is like a fart.

If you force it, it’s probably shit.

So don’t overthink it, or try to make it something it’s not.

I’m not trying to make you a comedian, but start incorporating your natural sense of humor without dunking on yourself.

Let’s recap:

1. Self-deprecation can undermine your authority, so don’t make yourself the punchline.
2. Use humor that highlights your expertise, poking fun at industry norms or common challenges.
3. Let your natural humor shine through instead of forcing it – your audience can tell!

Now go forth and be funny – just make sure the joke’s not on you.